Changes in online marketing and sales practices among non-medical cannabis retailers in 5 US cities, 2022 to 2023

Authors

Yuxian Cui, Department of Prevention and Community Health, Milken Institute School of Public Health, George Washington University, Washington, DC, USA.
Zongshuan Duan, Department of Population Health Sciences, School of Public Health, Georgia State University, Atlanta, GA, USA.
Cassidy R. LoParco, Department of Prevention and Community Health, Milken Institute School of Public Health, George Washington University, Washington, DC, USA.
Katie Vinson, Department of Health Policy and Management, Milken Institute School of Public Health, George Washington University, Washington, DC, USA.
Katelyn F. Romm, TSET Health Promotion Research Center, Stephenson Cancer Center, Department of Pediatrics, College of Medicine, University of Oklahoma Health Sciences Center, Oklahoma City, OK, USA.
Yan Wang, Department of Prevention and Community Health, Milken Institute School of Public Health, George Washington University, Washington, DC, USA.
Patricia A. Cavazos-Rehg, Department of Psychiatry, Washington University School of Medicine, St. Louis, MO, USA.
Erin Kasson, Department of Psychiatry, Washington University School of Medicine, St. Louis, MO, USA.
Y Tony Yang, Department of Health Policy and Management, Milken Institute School of Public Health, George Washington University, Washington, DC, USA.
Carla J. Berg, Department of Prevention and Community Health, Milken Institute School of Public Health, George Washington University, Washington, DC, USA.

Document Type

Journal Article

Publication Date

6-1-2024

Journal

Preventive medicine reports

Volume

42

DOI

10.1016/j.pmedr.2024.102755

Keywords

Cannabis; Health communication; Health policy; Marijuana; Marketing

Abstract

OBJECTIVES: Given the evolving cannabis marketplace (e.g., products, marketing strategies), this study examined online cannabis marketing practices over time. METHODS: In 2022 and 2023, researchers assessed website content (e.g., age verification, sales, delivery, warnings, ad content, promotional strategies) among 175 randomly-selected cannabis retailers' websites across 5 US cities (Denver, Colorado; Seattle, Washington; Portland, Oregon; Las Vegas, Nevada; Los Angeles [LA], California, n=∼35/city). Analyses compared data from 2022 vs. 2023 and considered regulatory factors across cities. RESULTS: Similar to 2022, in 2023, 76.6 % required age verification for site entry, 85.1 % used social media promotion, and 90.9 % offered online sales (82.4 % of which required age verification and 34.6 % offered delivery). There were significant (p < .05) decreases from 2022 to 2023 in the proportions indicating medical card requirements (27.4 % to 15.4 %), purchase limits (59.4 % to 47.4 %), health warnings (38.9 % to 29.7 %), health benefits (60 % to 47.4 %), and discounts/price promotions (92.6 % to 86.3 %). In 2023, proportions differed across cities in ways reflecting whether state/local law allowed online sales (>90 % in Denver, Las Vegas, LA), allowed discounts/price promotions (100 % in Denver and Las Vegas), or required health warnings (48-60 % in Seattle and LA vs. < 20 % elsewhere). Despite all sites prohibiting youth-oriented content and all but Denver and Las Vegas prohibiting health claims, 30.3 % posted content targeting youth/young adults (LA = 8.1 % to Denver = 74.2 %) and 47.4 % health claims (Seattle = 27.0 % to Denver = 71.0 %). CONCLUSIONS: Online cannabis retail presents risks for access and appeal to minors, emphasizes health benefits, and uses price promotions, regardless of restrictions, indicating need for greater regulatory efforts.

APA Citation

Cui, Yuxian; Duan, Zongshuan; LoParco, Cassidy R.; Vinson, Katie; Romm, Katelyn F.; Wang, Yan; Cavazos-Rehg, Patricia A.; Kasson, Erin; Yang, Y Tony; and Berg, Carla J., "Changes in online marketing and sales practices among non-medical cannabis retailers in 5 US cities, 2022 to 2023" (2024). GW Authored Works. Paper 5187.
https://hsrc.himmelfarb.gwu.edu/gwhpubs/5187

Department

Prevention and Community Health